Factors influencing intention to purchase fraudulent honey among Malaysian consumers

• Main Authors: Ahmad, Nur Nisaa, Mohd Sharif, Siti Nurhayati Khairatun, Ungku Zainal Abidin, Ungku Fatimah
• Format: Article
• Language: English
• Published: Human Resource Management Academic Research Society 2021
• Online Access: http://psasir.upm.edu.my/id/eprint/97281/1/ABSTRACT.pdf; http://psasir.upm.edu.my/id/eprint/97281/; https://hrmars.com/index.php/IJARBSS/article/view/9040/Factors-influencing-Intention-to-Purchase-Fraudulent-Honey-among-Malaysian-Consumers

This paper aims to assess consumer awareness about fraudulent honey and its impact on purchase intention using an extended Theory of Planned Behaviour model. An online questionnaire survey was administered among honey consumers in Malaysia. Multiple regression analysis was employed on the 289-obtain...